N/A

Electronic Word-of-Mouth (eWOM) is Internet-mediated communication between current and/or potential customers. Skincare products are considered experience products, evaluated by consumers based on their direct or indirect experience, five senses, with the product to learn about their knowledge. In online shopping context, consumers only evaluate product through sense of sight and hearing, skincare products and other experience products has become heavily reliant on eWOM as a means of obtaining information and guidance during the decision-making process. This thesis would like to investigate the characteristics of eWOM in customer’s information adoption process that could influence customer’s purchase intention in skincare products. Researcher conducted an online questionnaire with total 155 participants, experienced with eWOM before purchased skincare products. The results revealed that perceived usefulness and trust influence customer’s purchase intention. Citing customers’ experience, scientific proof, and information creditability were the main eWOM’s characteristics that influence customers’ perceived usefulness. Moreover, information consensus and scientific proof were the drivers to customer’s trust in skincare product.

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